1. Chapter 1 Define advertising and explain its key components
Discuss the roles and functions of advertising within society and business
Identify the key players and their roles in creating advertising
Explain the different types of advertising
Summarize the characteristics of effective advertising and explain why it is always goal directed
Analyze the changes affecting the advertising industry

2. Defining Modern Advertising
Five basic components:
Paid communication
Sponsor is identified
Tries to persuade or influence
Reaches a large audience
Conveyed through impersonal mass media
Advertising is paid persuasive communication
Uses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audience

3. Key Concepts of Advertising
Strategy
Creative idea
Execution
Media
The logic and planning behind the ad
Advertisers develop ads to meet objectives
Advertisers direct ads to identified audiences
Advertisers create messages that speak to the audience’s concerns
Advertisers run ads in the most effective media

4. Key Concepts of Advertising
Strategy
Creative idea
Execution
Media
The central idea that grabs the consumer’s attention
Creativity drives the entire field of advertising

5. Key Concepts of Advertising
Strategy
Creative idea
Execution
Media
Effective ads adhere to the highest production values in the industry
Clients demand the best production the budget allows

6. Key Concepts of Advertising
Strategy
Creative idea
Execution
Media
Communication channels that reach a broad audience
How to deliver the message is just as important coming up with the creative idea of the message

7. Roles of Advertising Marketing Communication Economic Societal
The process a business uses to satisfy consumer needs by providing goods and services
Product category
Target market
Marketing mix
Brand

8. Roles of Advertising Marketing Communication Economic Societal
Can reach a mass audience
Introduces products
Explains important changes
Reminds and reinforces
Persuades

9. Roles of Advertising Marketing Communication Economic Societal
Moves from being informational to creating demand
Advertising is an objective means for providing price-value information, thereby creating a more rational economy

10. Roles of Advertising Marketing Communication Economic Societal
Informs consumers about innovations and issues
Mirrors fashion and design trends
Teaches consumers about new products
Helps shape consumer self-image
Perpetuates self-expression

11. The Functions of Advertising
Builds awareness of products and brands
Creates a brand image
Provides product and brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Reinforces past purchases and brand experiences

12. The Key Players Advertiser (client) Agency Media Supplier Audience
Uses advertising to send out a message about its products
Initiates the advertising effort by identifying a marketing problem
Approves audience, plan and budget
Hires the advertising agency

13. The Key Players Advertiser (client) Agency Media Supplier Audience
Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities
Advertising department
In-house agency

14. The Key Players Advertiser (client) Agency Media Supplier Audience
The channels of communication that carry the message to the audience
Are also companies or huge conglomerates
Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches

15. The Key Players Advertiser (client) Agency Media Supplier Audience
Assist advertisers, agencies, and the media in creating and placing the ads
Vendor services are often cheaper than those in-house

16. The Key Players Advertiser (client) Agency Media Supplier Audience
The desired audience for the advertising message
Data-gathering technology improves accuracy of information about customers
Advertisers must recognize the various target audiences they are talking to and know as much about them as possible

17. Types of Advertising Brand advertising Retail or Local advertising
Direct-Response advertising
Business-to-Business advertising
Institutional advertising
Nonprofit advertising
Public Service advertising

18. What Makes an Ad Effective?
If it creates an impression for a product or brand
If it influences people to respond in some way
If it separates the product or brand from the competition in the mind of the consumer

19. What Makes an Ad Effective?
Effective advertising messages will achieve the desired impact (objective) on the target audience
Award Shows
EFFIES, AME, IPA
Judge effectiveness
CLIOS, One Show, Cannes
Judge creative ideas
Not all award-wining ads are effective

20. The Evolution of Advertising
Age of Print
Industrial Revolution and Emergence of Consumer Society
Modern Advertising Era
Accountability Era

21. The Current Advertising Scene
Expanded view
Integrated Marketing Communication
Globalization
Electronic media are changing the media landscape
New media are more personal and interactive

22. The Current Advertising Scene
Expanded view
Integrated Marketing Communication
Globalization
The practice of unifying all marketing communication tools so they send a consistent, persuasive message

23. The Current Advertising Scene
Expanded view
Integrated Marketing Communication
Globalization
Increasing globalization of marketing programs
Advertisers are moving into global markets and agencies are forming huge multinational operations